Magic Hat has picked up the pan-European creative account for
Kickers after a final pitch against Soul, CDP and the company's in-house
creative division, Pentland Visual Communications.
Magic Hat will be asked to develop a campaign aimed at extending the
appeal of the Kickers brand from 16-year-olds to males aged 18 and
The campaign will combine print and outdoor media and will break across
a number of territories in the spring.
Kickers' sister company, Ellesse, which is also owned by the Pentland
Group, caused controversy in May when it failed to appoint an agency
after a three-month review. There had been speculation that Kickers,
which moved its £1 million UK account from Mother to Pentland
Visual Communications in 1999, would follow suit. However, sources
involved in the pitch said there was never any doubt as to the serious
nature of the review conducted by Kickers' managing director, Willie
Irvine and Magic Hat were unavailable for comment as Campaign went to